Have you ever looked closely at a property development's DA documents and thought, "Wow, there's some great marketing material in here!"?

I doubt it, but if so, you're not alone.

Property developers can often find themselves with a wealth of valuable marketing assets at their disposal - if they know where to look.

Over the years I have found many a great marketing "hook" deep in the documentation of a developer's DA pack.

Here are just a few tips on how to get started:

- Look for areas where the development will excel. This could be in its location, design, features or something else entirely.

- Once you've found an area where the development will excel, look for ways to turn this into compelling marketing content. This could be in the form of a headline, social media graphics or even material for a video.

- Be sure to make use of any great photos or diagrams that you find in the DA documentation. These can be used on your website, social media channels or even in printed marketing materials.

Remember to get a development approval from an authority, it is as much about allaying the fears of constituents (aka the near neighbours) as it is about meeting regulations, and as such the architects, planners and various consultants who prepare these, have learnt to make their case accordingly.

Utilise this to your advantage.

It is the handling of these potential objections, and the case put in the form of attributes to the development that are the sales and marketing gems, that we should highlight, explain and within reason, embellish to provide sales and marketing gold.

For example: Under the heading of “Provision for private, semi-private and communal open space for amenity, safety and communality”

The DA response was “Provide every dwelling with a front and back yard, a garden and utility space”.

From a marketing sense this is “every home in this development has been designed to provide a crafted, landscaped front and backyard. No need for hours in the garden, yet still have the benefits of family BBQ’s, fresh vegetables and herb plots and space to let the kids play.”

Or another

– in “Dry” DA document pack speak…

“Treat the mews as a high amenity landscaped environment rather than a vehicle dominated space”

In marketing speak…

“Foremost in the minds of our award-winning landscape architects was how you can enjoy this developments green areas and gardens. Find a tree to sit under and relax, smell a freshly bloomed flower, or pick a piece of lavender to place into your laundry”

And so on.

So, next time you're looking at a DA pack, don't just see it as a necessary evil.

Instead, view it as an opportunity to uncover some valuable marketing assets for your development. Who knows - you may just have a goldmine on your hands!